What The Green Mountain does

The Green Mountain is a Swiss plant-based meat alternative brand founded in 2019 and headquartered operationally in Landquart, Graubünden, Switzerland, with the legal operating entity Hilcona AG registered in Schaan, Liechtenstein. The brand is owned by Bell Food Group, a diversified protein conglomerate, and sells roughly 20 SKUs organized into grill products (Burger, Smash Burger, Wings, Cordon Bleu, Schnitzel, Bratwurst, Kebab) and versatile kitchen products (Plant Cut steak alternative, Tenders, Chunks variants, Filet, Hacktätschli, Gehacktes, and deli/cold-cut items). Core technology centers on proprietary plant-protein formulations using pea protein, wheat gluten, soy protein, fava bean protein, coconut fat, and natural flavorings to replicate the texture, juiciness, and visual appearance of conventional meat; signature products such as the Plant Cut line are co-developed with external culinary talent (two-time cooking world champion Mario Garcia). The company operates a horizontal segmentation strategy serving two primary customer groups — health-conscious retail consumers and foodservice/gastronomy operators — across the DACH region (Switzerland, Germany, Austria) via physical retail (notably Coop), owned online storefronts with country-specific websites, and a dedicated foodservice distribution channel (thegreenmountain-foodservice.com). Revenue mechanics are one-time product sales of packaged consumer goods through retail and B2B foodservice channels; pricing is not publicly disclosed. Marketing is conducted through content (recipes, product information), organic social (Instagram, Facebook, Twitter), email/newsletter, and a dedicated press portal.

Name

The Green Mountain

Legal name

Hilcona AG

Website

https://thegreenmountain.ch

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

The Green Mountain is a Swiss plant-based meat alternative brand founded in 2019, operated by Hilcona AG under Bell Food Group, selling ~20 SKUs (burgers, steaks, schnitzels, sausages, deli) to retail consumers and foodservice operators across Switzerland, Germany, and Austria.

Ownership category

akta.pro rank

Product category

Plant-Based Meat Alternatives

NAICS

Food Manufacturing (311)

SIC

Sausages & Other Prepared Meat Products (2013), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Plant-Based Meat Manufacturers (End-to-End Brands) (AFANAKAA)

akta.pro secondary industries

Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals) (AFANAKAO), Plant-Based Beef/Pork Alternatives (Analog Red Meat) (AFANAKAM)

Keywords

• Plant-based meat alternatives
• Vegan protein products
• Plant-based food manufacturing
• Meat substitute production
• Frozen vegan foods

Headquarters

HQ city

Landquart

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Sale of plant-based meat alternative products through retail grocery stores and online retail channels. Products are sold as packaged consumer goods for at-home preparation.
2. Foodservice Distribution: B2B sales of plant-based products to restaurants, catering companies, and other foodservice operators through dedicated foodservice website and distribution channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Green Mountain develops and produces a portfolio of plant-based meat alternatives — including burgers, schnitzels, bratwurst, kebab, tenders, steaks, schnitzel, chicken-style filets, charcuterie slices, and minced meat products — all formulated, developed, and produced entirely in Switzerland using plant proteins and natural ingredients. The products are sold as packaged consumer goods to retail shoppers and as B2B ingredients to foodservice operators across Switzerland, Germany, and Austria.

Product overview

THE GREEN MOUNTAIN is a Swiss plant-based food company founded in 2019 and based in Landquart, Graubünden, Switzerland. The company offers a diverse portfolio of plant-based meat alternatives organized into two main product lines: Grill products (including Burger, Smash Burger, Wings, Cordon Bleu, Schnitzel, Bratwurst, and Kebab) and versatile kitchen products (including Plant Cut steak alternatives, Tenders, various Chunks variants [Nature, Ragout, Paprika], Filet, Hacktätschli, Gehacktes, and deli-style products like Schinken and Fleischkäse). All products are developed and produced in Switzerland with a focus on authentic taste, Swiss quality standards, and natural ingredients. The company positions itself as offering genuine enjoyment rather than mere meat substitutes, targeting both retail consumers and the foodservice industry.

Differentiator

Problem solved

Functional benefit

Products and services

• Burger The first burger developed and produced in Switzerland by THE GREEN MOUNTAIN. A plant-based patty designed to look and taste like meat, high in protein and fiber and an excellent source of vitamin B12, sold as a packaged consumer good at retail and via foodservice channels.
• Wings Plant-based chicken-style wings with crispy skin and a finely spiced marinade, packaged for retail sale and suited for BBQ or snacking.
• Tenders Crispy plant-based tenders that are crispy on the outside and juicy-tender inside, designed as an alternative to conventional chicken tenders.
• Kebab Authentic kebab-flavored plant-based product, made 100% in Switzerland, enabling easy recreation of favorite kebab dishes without meat.
• Schnitzel Authentic crispy plant-based schnitzel, designed to be practically indistinguishable from the original in breading and fiber structure.
• Bratwurst Plant-based bratwurst that is crispy and finely seasoned, made without sugar, palm oil, or genetic engineering.
• Filet Marinated plant-based chicken breast-style filet made from wheat, soy, and pea protein, designed to taste and look like the original.
• Cordon Bleu Vegan cordon bleu featuring melting cheese from New Roots combined with THE GREEN MOUNTAIN's plant-based meat alternative.
• Smash Burger Plant-based smash-burger patty with extra-thin patties, quick preparation time, intense roasted flavors, and a crispy texture.
• Plant Cut Steak alternative co-developed with two-time cooking world champion Mario Garcia, made with 100% natural ingredients including soy protein, fava bean protein, and rapeseed oil, featuring tender texture and full flavor for premium home cooking.
• Plant Cut BBQ BBQ-flavored variant of the Plant Cut steak alternative, designed for grilling with smoky seasoning.
• Hacktätschli Plant-based minced meat patties that can be enjoyed directly or fried, suitable for various meal preparations.
• Chunks Nature Juicy, tender, and versatile plant-based chicken-style chunks suitable for salads, bowls, or vegetable pans; can be marinated, seasoned, or enjoyed as-is.
• Chunks Ragout Versatile plant-based beef chunks that bring authentic beef flavor to vegan cooking, combining taste with kitchen versatility.
• Paprika Chunks Juicy plant-based paprika chunks in a fine marinade, suitable for enhancing bowls, salads, or other creative dishes.
• Schinken Plant-based ham-style cold cuts delivering ham flavor without actual ham, suitable for sandwiches, quiches, or as a topping.
• Fleischkäse Aufschnitt Plant-based meatloaf cold cuts in sliced form, designed to be enjoyed thinly sliced on bread with mustard or other accompaniments.
• Fleischkäse Tranchen Plant-based meatloaf slices suitable for hearty sandwiches, as salad topping, or for pan-frying with potato salad; enjoyable warm or cold.
• Gehacktes Plant-based minced meat that can be used exactly like conventional minced meat, with high protein content, rich in fiber, developed and produced in Switzerland.

Quantifiable outcome

• Products contain high protein (16-17g per 100g) and are excellent sources of fiber and vitamin B12

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• Hilcona AGcoreOthersHilcona AG is the operator and parent company of The Green Mountain brand. The company is registered as Hilcona AG with headquarters in Schaan, Liechtenstein, and operates the brand from its Swiss base.
• Bell Food GroupcoreOthersThe Green Mountain belongs to Bell Food Group. Hilcona AG and The Green Mountain operate within the Bell Food Group corporate structure.
• Mario GarciaflagshipStrategic or Co-development PartnerCelebrity chef and two-time cooking world champion who co-developed the Plant Cut product line, contributing expertise in creating authentic plant-based steak alternatives.
• CoopcoreChannel Partner/ Reseller/ DistributorMajor Swiss retail chain where The Green Mountain products are available for purchase. Coop is listed as a key retail partner for product distribution.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Veganz: German plant-based brand selling meat analogues, cheese, and snacks through retail and its own store network. Comparable as a European challenger plant-based brand with comparable product breadth in meat analogues and similar mass-market price positioning.
• Impossible Foods: Plant-based meat brand built around heme technology, selling burgers, sausages, and chicken alternatives in US and select international markets (including foodservice in Europe). Comparable as a globally scaling plant-based meat brand pursuing foodservice and retail.
• The Vegetarian Butcher: Unilever-owned plant-based meat brand originating in the Netherlands, selling chicken-style strips, burgers, and sausage alternatives. Comparable on European retail positioning and being a brand inside a larger packaged-goods parent — analogous to The Green Mountain's Bell Food Group ownership.
• Beyond Meat: US-headquartered plant-based meat pioneer selling burgers, sausages, and ground analogue globally, with active European retail presence. Closest functional comparator on product technology (extrusion-based meat texture) and category positioning.
• LikeMeat: German plant-based meat brand owned by PHW Group, offering schnitzels, burgers, nuggets, and ground alternatives in DACH retail. Closely comparable brand archetype: mid-sized European challenger brand competing in the same sausage/burger categories.
• Rügenwalder Mühle: Germany's leading plant-based meat brand, selling burgers, sausages, schnitzels, and cold cuts through German retail and foodservice. Directly comparable on product mix (analog sausages, burgers, deli slices), DACH go-to-market, and supermarket channel dependence.
• Vivera: Dutch plant-based meat manufacturer (acquired by JBS) selling burgers, schnitzels, strips, and deli slices across European retail. Comparable on product mix and European supermarket channel strategy.

Broad incumbents

• Quorn: UK-based mycoprotein meat alternative brand offering mince, nuggets, burgers, and deli slices across European retail and foodservice. Comparable as an established, multi-category plant-based protein brand with broader portfolio scope than The Green Mountain.
• Garden Gourmet (Nestlé): Nestlé's plant-based brand selling burgers, mince, schnitzels, and sausage alternatives across European retail. Comparable product set and DACH distribution, but backed by Nestlé's global R&D and trade-spend budgets, giving it incumbent scale advantages.

Others

• Hilcona AG: The Liechtenstein-based operator and parent company of The Green Mountain brand, producing conventional and plant-based fresh convenience foods. Relevant as the corporate parent — its plant-based line and foodservice capabilities are effectively leveraged by The Green Mountain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Green Mountain